Marketing Strategy: Its Influence on Consumer Decisions and Satisfaction in Permata Kwangsan Residence Sidoarjo Housing

Abstract

The property business is a business that has profitable prospects, considering the increasing population which requires people to have a comfortable place to live and be in a strategic location, to make it easier for them to carry out their daily activities. However, this business is also a business that has many competitors, so it is required to be able to compete in order to remain superior or able to survive in the intense competition. Therefore, marketing strategy has an important role in business success. The purpose of this research is to analyze the influence of marketing strategy (7P) on consumer decisions and satisfaction at Permata Kwangsan Residence Sidoarjo Housing. This research was designed in the form of a causal relationship between several variables, namely marketing strategy, decisions and consumer satisfaction. In this study, the population was housing residents with a total of 80 people. The sample taken was 80 respondents using a saturated sampling technique, that is, the entire population was used as a sample. Data collection was carried out through a questionnaire. Data were analyzed using SEM PLS. The research results prove that the factors Price, Person/People and Physical Evidence have a significant positive influence on the decision to purchase a house. Meanwhile, the quality of the product/house building, promotion and process/process have no significant positive effect on the decision to purchase a house. Location has an insignificant negative effect on home purchasing decisions. Meanwhile, home purchasing decisions have a significant effect on consumer satisfaction